Self-Enhancement as a Motivation for Sharing Online Advertising

By David G. Taylor, David Strutton, K. Thompson. 2012

196 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science, Human-Computer Interaction

View Paper: https://www.semanticscholar.org/paper/7734ad1160db439dc0e9332964d719355518dc15

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Freya De Keyzer
2. Joe Phua
3. Jihoon Kim
4. Jameson L. Hayes
5. Nathalie Dens
6. Seunga Venus Jin
7. K. King
8. Patrick De Pelsmacker

In Sociology and Political Science

1. Seunga Venus Jin
2. Jihoon Kim
3. Freya De Keyzer
4. Joe Phua
5. Jameson L. Hayes
6. Nathalie Dens
7. K. King
8. Patrick De Pelsmacker

In Human-Computer Interaction

1. Seunga Venus Jin
2. Joe Phua
3. Jihoon Kim
4. Jameson L. Hayes
5. K. King
6. Patrick De Pelsmacker

Citations in the corpus

• The Social Exchange of Viral Ads: Referral and Coreferral of Ads Among College Students (2014, methodology): “Taylor, Strutton, and Thompson (2012) also reported self-expression, self-enhancement, and self-maintenance as motivations for sharing online video ads.”
• Is this for me? How Consumers Respond to Personalized Advertising on Social Network Sites (2015, background): “Taylor, Strutton, and Thompson (2012) found that product category involvement directly affects the self-enhancement value of a message.”
• Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention (2017, background): “More recently, scholarly research has used UGT to examine consumers’ goal-directed consumption behavior in the context of SNSs (e.g., Chi, 2011; Kwon et al., 2014; Muntinga et al., 2011; Papacharissi & Mendelson, 2011; Taylor et al., 2012).”